網站服務品質、顧客滿意度及後續行為意圖之探討：以網路購物為例

Abstract

由於網際網路的普及以及全球化競爭的激烈挑戰下，以顧客導向為思考模式的顧客關係管理及關係行銷的觀念在近幾年逐漸成熟且廣為企業所認同，學者大多認同瞭解顧客的期望及可能的行為意圖，是強化服務品質與提昇競爭力之不可或缺步驟，而服務品質的加強則是更深層顧客關係之重要發展要素。有鑑於此，本研究希望能藉由網路購物的調查研究，配合行銷與資管領域之相關服務品質、資訊品質、滿意度及資訊系統成功模式等理論為基礎，發展研究架構，並以資訊品質作為串連不同理論模式的基礎。研究結果顯示資訊品質顯著影響知覺服務品質與整體顧客滿意度，並且知覺服務品質與資訊品質也顯著影響整體顧客滿意度，而整體顧客滿意度更影響顧客的忠誠表現；同時，研究也發現整體顧客滿意度呈現知覺服務品質與顧客忠誠度的中介效果。

With the maturity and propagation of Internet applications, B2C EC becomes the essential sources of purchasing and consuming expenditure and the concept of customer relationship management becomes more popular. To understand customer's expectation and possible behavior intention are essential to strengthen service quality and gain competitive advantages. Hence, by investigation of online shopping that based on relevant theories from service quality, information quality, and customer satisfaction, this research proposes an integrated cause-effect model to explore and confirm the relationships among web service quality, information quality, service satisfaction, and customer behavior intention. The analysis reveals that information quality affect perceived web service quality and overall customer satisfaction, and then perceived web service quality and information quality also influence overall customer satisfaction. Besides, the customer loyalty was found to be influenced by overall customer satisfaction, while perceived web service quality does not have a direct effect on customer loyalty. Finally, discussions and managerial implications are also discussed.